KUIT255-02au Electronic Commerce William Doane ProfDoane on AIM and Twitter

William Doane Chapter 1 1

KUIT255: eCommerce Weekly projects due by Tuesday NOTE: the final project (unit 10) is due by SUNDAY We'll be using (at least) Adobe Dreamweaver CS3 or CS4 in units 7-10 There's a one-time only, 30-day trial version you can download that will work for this course, as long as you don't install it until unit 7 begins! Chapter 1 2

KUIT255: eCommerce You'll each propose an eCommerce business, prepare a business plan (one section each week), and create a website to represent your business Chapter 1 3

KUIT255: eCommerce Weekly discussion board posts At least three (3) posts each week Your own response to the topic Responses to at least two (2) classmates' posts First post is due by Saturday each week Must post on at least three (3) different days DB rules are intended to encourage an on- going dialog, rather than last minute posts Chapter 1 4

KUIT255: eCommerce Weekly Flexible Learning Activity attend the seminar (Thursday 9pm ET) or take the quiz or both – receive the higher of the two grades Chapter 1 5

KUIT255: eCommerce Weekly Seminar Transcript/recording is available within about 24 hours after the seminar ends. Chapter 1 6

Q&A About the Course? Chapter 1 7

Slides, About the (see also PPT) I'm not usually a fan of PPT I'm using the publisher's slides this term I'm leaving everything in Because you can download them for reference But I may skip through some slides very quickly, if I choose not to focus on a topic But you can review them later. Chapter 1 8

Overview of Electronic Commerce If you haven't received your textbook yet, chapters 1-3 are available in the DocShare tab

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 10 Learning Objectives 1.Define electronic commerce (EC) and describe its various categories. 2.Describe and discuss the content and framework of EC. 3.Describe the major types of EC transactions. 4.Describe the digital revolution as a driver of EC. 5.Describe the business environment as a driver of EC.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 11 Learning Objectives 6.Describe some EC business models. 7.Describe the benefits of EC to organizations, consumers, and society. 8.Describe the limitations of EC. 9.Describe the contribution of EC to organizations responding to environmental pressures. 10.Describe online social and business networks.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 12 Electronic Commerce: Definitions and Concepts electronic commerce (EC) The process of buying, selling, transferring, or exchanging products, services, or information via computer networks.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 13 Electronic Commerce: Definitions and Concepts e-business A broader definition of EC that includes not just the buying and selling of goods and services, but also servicing customers, collaborating with business partners, and conducting electronic transactions within an organization.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 14 Electronic Commerce: Definitions and Concepts PURE VERSUS PARTIAL EC EC Organizations brick-and-mortar (old economy) organizations Old-economy organizations (corporations) that perform their primary business off-line, selling physical products by means of physical agents. virtual (pure-play) organizations Organizations that conduct their business activities solely online.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 15 Electronic Commerce: Definitions and Concepts click-and-mortar (click-and-brick) organizations Organizations that conduct some e-commerce activities, usually as an additional marketing channel.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 16 Electronic Commerce: Definitions and Concepts 1.1

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17 Electronic Commerce: Definitions and Concepts INTERNET VERSUS NON-INTERNET EC intranet An internal corporate or government network that uses Internet tools, such as Web browsers, and Internet protocols. extranet A network that uses the Internet to link multiple intranets.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 18 Electronic Commerce: Definitions and Concepts electronic market (e-marketplace) An online marketplace where buyers and sellers meet to exchange goods, services, money, or information.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 19 Electronic Commerce: Definitions and Concepts Interorganizational information systems (IOSs) Communications systems that allow routine transaction processing and information flow between two or more organizations. intraorganizational information systems Communication systems that enable e-commerce activities to go on within individual organizations.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 20 The EC Framework, Classification, and Content

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 21 The EC Framework, Classification, and Content CLASSIFICATION OF EC BY THE NATURE OF THE TRANSACTIONS OR INTERACTIONS business-to-business (B2B) E-commerce model in which all of the participants are businesses or other organizations. business-to-consumer (B2C) E-commerce model in which businesses sell to individual shoppers.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 22 The EC Framework, Classification, and Content e-tailing Online retailing, usually B2C. business-to-business-to-consumer (B2B2C) E-commerce model in which a business provides some product or service to a client business that maintains its own customers.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 23 The EC Framework, Classification, and Content consumer-to-business (C2B) E-commerce model in which individuals use the Internet to sell products or services to organizations or individuals who seek sellers to bid on products or services they need. mobile commerce (m-commerce) E-commerce transactions and activities conducted in a wireless environment.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 24 The EC Framework, Classification, and Content location-based commerce (l-commerce) M-commerce transactions targeted to individuals in specific locations, at specific times. intrabusiness EC E-commerce category that includes all internal organizational activities that involve the exchange of goods, services, or information among various units and individuals in an organization.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 25 The EC Framework, Classification, and Content business-to-employees (B2E) E-commerce model in which an organization delivers services, information, or products to its individual employees. collaborative commerce (c-commerce) E-commerce model in which individuals or groups communicate or collaborate online. consumer-to-consumer (C2C) E-commerce model in which consumers sell directly to other consumers.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 26 The EC Framework, Classification, and Content peer-to-peer Technology that enables networked peer computers to share data and processing with each other directly; can be used in C2C, B2B, and B2C e-commerce. e-learning The online delivery of information for purposes of training or education. e-government E-commerce model in which a government entity buys or provides goods, services, or information from or to businesses or individual citizens.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 27 The EC Framework, Classification, and Content exchange A public electronic market with many buyers and sellers. exchange-to-exchange (E2E) E-commerce model in which electronic exchanges formally connect to one another for the purpose of exchanging information.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 28 The EC Framework, Classification, and Content THE INTERDISCIPLINARY NATURE OF EC The Google Revolution EC Failures EC Successes

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 29 The EC Framework, Classification, and Content Web 2.0 The second-generation of Internet-based services that let people generate content, collaborate, and share information online in perceived new ways—such as social networking sites, wikis, communication tools, and folksonomies.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 30 The EC Framework, Classification, and Content

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 31 The Digital Revolution Drives E-Commerce digital economy An economy that is based on digital technologies, including digital communication networks, computers, software, and other related information technologies; also called the Internet economy, the new economy, or the Web economy.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 32 The Digital Revolution Drives E-Commerce The digital revolution accelerates EC mainly by providing competitive advantage to organizations. The digital revolution enables many innovations

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 33 The Business Environment Drives E-Commerce THE BUSINESS ENVIRONMENT The Business Environment Impact Model Business Pressures and Opportunities Organizational Response Strategies

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 34 The Business Environment Drives E-Commerce

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 35 EC BUSINESS MODELS business model A method of doing business by which a company can generate revenue to sustain itself.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 36 EC BUSINESS MODELS TYPICAL EC BUSINESS MODELS Online direct marketing Electronic tendering systems for procurement tendering (bidding) system Model in which a buyer requests would-be sellers to submit bids; the lowest cost or highest value bidder wins. name-your-own-price model Model in which a buyer sets the price he or she is willing to pay and invites sellers to supply the good or service at that price.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 37 EC BUSINESS MODELS Find the best price also known as a search engine model affiliate marketing An arrangement whereby a marketing partner (a business, an organization, or even an individual) refers consumers to the selling company’s Web site. viral marketing Word-of-mouth marketing in which customers promote a product or service to friends or others.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 38 EC BUSINESS MODELS group purchasing Quantity (aggregated) purchasing that enables groups of purchasers to obtain a discount price on the products purchased. SMEs Small-to-medium enterprises. e-co-ops Another name for online group purchasing organizations.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 39 EC BUSINESS MODELS Online auctions Product customization and service personalization customization Creation of a product or service according to the buyer’s specifications. personalization The creation of a service or information according to specific customer specifications.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 40 EC BUSINESS MODELS Electronic marketplaces and exchanges Information brokers (infomediaries) Bartering Value-chain integrators Value-chain service providers Supply chain improvers Social networks, communities, and blogging Negotiation

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 41 EC BUSINESS MODELS virtual world A user-defined world in which people can interact, play, and do business. The most publicized virtual world is Second Life.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 42 Benefits and Limitations of EC THE BENEFITS OF EC Benefits to Organizations Benefits to Consumers Benefits to Society Facilitating Problem Solving

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 43 Benefits and Limitations of EC THE LIMITATIONS AND BARRIERS OF EC Technological Limitations Nontechnological Limitations SOCIAL AND BUSINESS NETWORKS social networks Web sites that connect people with specified interests by providing free services such as photo presentation, , blogging, and so on. Business-Oriented Networks Revenue Models of Social and Business Networks

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 44 The Digital Enterprise digital enterprise A new business model that uses IT in a fundamental way to accomplish one or more of three basic objectives: reach and engage customers more effectively, boost employee productivity, and improve operating efficiency. It uses converged communication and computing technology in a way that improves business processes.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 45 The Digital Enterprise corporate portal A major gateway through which employees, business partners, and the public can enter a corporate Web site.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 46 Managerial Issues 1.Is it real? 2.Why is B2B e-commerce so attractive? 3.There are so many EC failures—how can one avoid them? 4.How can we exploit social/business networking? 5.What should be my company’s strategy toward EC? 6.What are the top challenges of EC?

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 47 Summary 1.Definition of EC and description of its various categories. 2.The content and framework of EC. 3.The major types of EC transactions. 4.The role of the digital revolution. 5.The role of the business environment as an EC driver.

Chapter 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 48 Summary 6.The major EC business models. 7.Benefits of EC to organizations, consumers, and society. 8.Barriers to EC. 9.Social and business online networks.

Chapter 2 E-Marketplaces: Structures and Mechanisms

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 50 Learning Objectives 1.Define e-marketplaces and list their components. 2.List the major types of e-marketplaces and describe their features. 3.Describe the various types of EC intermediaries and their roles. 4.Describe electronic catalogs, shopping carts, search engines, and portals.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 51 Learning Objectives 5.Describe the major types of auctions and list their characteristics. 6.Discuss the benefits, limitations, and impacts of auctions. 7.Describe bartering and negotiating online. 8.Describe the major mechanisms for delivering Web 2.0.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 52 E-MARKETPLACES e-marketplace An online market, usually B2B, in which buyers and sellers exchange goods or services; the three types of e-marketplaces are private, public, and consortia.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 53 E-MARKETPLACES E-MARKETPLACE COMPONENTS AND PARTICIPANTS Customers Sellers Products and services digital products Goods that can be transformed to digital format and delivered over the Internet. Infrastructure

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 54 E-MARKETPLACES front end The portion of an e-seller’s business processes through which customers interact, including the seller’s portal, electronic catalogs, a shopping cart, a search engine, and a payment gateway. back end The activities that support online order fulfillment, inventory management, purchasing from suppliers, payment processing, packaging, and delivery.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 55 E-MARKETPLACES intermediary A third party that operates between sellers and buyers. Other business partners Support services

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 56 Types of E-Marketplaces and Mechanisms: from Storefronts to Portals storefront A single company’s Web site where products or services are sold. e-mall (online mall) An online shopping center where many online stores are located.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 57 Types of E-Marketplaces and Mechanisms: from Storefronts to Portals TYPES OF STORES AND MALLS General stores/malls Specialized stores/malls Regional versus global stores Pure-play online organizations versus click-and-mortar stores

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 58 Types of E-Marketplaces and Mechanisms: from Storefronts to Portals TYPES OF E-MARKETPLACES private e-marketplaces Online markets owned by a single company; may be either sell-side and/or buy-side e-marketplaces. sell-side e-marketplace A private e-marketplace in which one company sells either standard and/or customized products to qualified companies. buy-side e-marketplace A private e-marketplace in which one company makes purchases from invited suppliers.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 59 Types of E-Marketplaces and Mechanisms: from Storefronts to Portals public e-marketplaces B2B marketplaces, usually owned and/or managed by an independent third party, that include many sellers and many buyers; also known as exchanges.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 60 Types of E-Marketplaces and Mechanisms: from Storefronts to Portals information portal A single point of access through a Web browser to business information inside and/or outside an organization.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 61 Types of E-Marketplaces and Mechanisms: from Storefronts to Portals Types of Portals Commercial (public) portals Corporate portals Publishing portals Personal portals mobile portal A portal accessible via a mobile device. voice portal A portal accessed by telephone or cell phone. Knowledge portals

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 62 Participants, Transactions, Intermediation, and Processes in EC SELLERS, BUYERS, AND TRANSACTIONS THE ROLES AND VALUE OF INTERMEDIARIES IN E-MARKETPLACES Brokers Infomediaries e-distributor An e-commerce intermediary that connects manufacturers with business buyers (customers) by aggregating the catalogs of many manufacturers in one place—the intermediary’s Web site.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 63 Participants, Transactions, Intermediation, and Processes in EC

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 64 Participants, Transactions, Intermediation, and Processes in EC disintermediation Elimination of intermediaries between sellers and buyers. reintermediation Establishment of new intermediary roles for traditional intermediaries that have been disintermediated.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 65 Participants, Transactions, Intermediation, and Processes in EC

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 66 Participants, Transactions, Intermediation, and Processes in EC

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 67 Participants, Transactions, Intermediation, and Processes in EC

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 68 Electronic Catalogs and Other Market Mechanisms electronic catalogs The presentation of product information in an electronic form; the backbone of most e- selling sites. Electronic catalogs can be classified on three dimensions: 1.The dynamics of the information presentation 2.The degree of customization 3.Integration with business processes

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 69 Electronic Catalogs and Other Market Mechanisms Online Catalogs Versus Paper Catalogs Customized Catalogs Implementing E-Catalogs

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 70 Electronic Catalogs and Other Market Mechanisms search engine A computer program that can access databases of Internet resources, search for specific information or keywords, and report the results. electronic shopping cart An order-processing technology that allows customers to accumulate items they wish to buy while they continue to shop. Product Configuration ONLINE CLASSIFIED ADS

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 71 Auctions as EC Market Mechanisms auction A competitive process in which a seller solicits consecutive bids from buyers (forward auctions) or a buyer solicits bids from sellers (backward auctions). Prices are determined dynamically by the bids.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 72 Auctions as EC Market Mechanisms TRADITIONAL AUCTIONS VERSUS E- AUCTIONS Limitations of Traditional Offline Auctions electronic auction (e-auction) Auctions conducted online. DYNAMIC PRICING AND TYPES OF AUCTIONS dynamic pricing Prices that change based on supply and demand relationships at any given time.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 73 Auctions as EC Market Mechanisms

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 74 Auctions as EC Market Mechanisms One Seller, Many Potential Buyers forward auction An auction in which a seller entertains bids from buyers. Bidders increase price sequentially. One Buyer, Many Potential Sellers reverse auction (bidding or tendering system) Auction in which the buyer places an item for bid (tender) on a request for quote (RFQ) system, potential suppliers bid on the job, with the price reducing sequentially, and the lowest bid wins; primarily a B2B or G2B mechanism. “name-your-own-price” model Auction model in which a would-be buyer specifies the price (and other terms) he or she is willing to pay to any willing and able seller. It is a C2B model that was pioneered by Priceline.com.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 75 Auctions as EC Market Mechanisms

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 76 Auctions as EC Market Mechanisms Many Sellers, Many Buyers double auction Auctions in which multiple buyers and their bidding prices are matched with multiple sellers and their asking prices, considering the quantities on both sides. vertical auction Auction that takes place between sellers and buyers in one industry or for one commodity. auction vortal Another name for vertical auction portal.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 77 Auctions as EC Market Mechanisms BENEFITS, LIMITATIONS, AND IMPACTS OF E-AUCTIONS Benefits of E-Auctions Limitations of E-Auctions Minimal security Possibility of fraud Limited participation

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 78 Auctions as EC Market Mechanisms Impacts of Auctions Auctions as a coordination mechanism Auctions as a social mechanism to determine a price Auctions as a highly visible distribution mechanism Conducting Auctions Auctions as an EC component

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 79 Bartering and Negotiating Online ONLINE BARTERING bartering The exchange of goods or services. e-bartering (electronic bartering) Bartering conducted online, usually in a bartering exchange. bartering exchange A marketplace in which an intermediary arranges barter transactions. Consumer-to-Consumer Barter Exchanges ONLINE NEGOTIATING

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 80 Web 2.0 Mechanisms and Tools Weblogging (blogging) Technology for personal publishing on the Internet. blog A personal Web site that is open to the public to read and to interact with; often dedicated to specific topics or issues.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 81 Web 2.0 Mechanisms and Tools Creating Blogs Commercial Uses of Blogs Potential Risks of Blogs 1.Establish comprehensive, written rules and policies 2.Educate employees about blog-related risks, rules, and regulations 3.Enforce blog policy with disciplinary action and technology Bloggers and Politics

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 82 Web 2.0 Mechanisms and Tools wikilog (wikiblog or wiki) A blog that allows everyone to participate as a peer; anyone can add, delete, or change content. RSS An XML format for syndicating and sharing Web content.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 83 Web 2.0 Mechanisms and Tools podcast A media file that is distributed over the Internet using syndication feeds for playback on mobile devices and personal computers. As with the term radio, it can mean both the content and the method of syndication. mashup A Web site that combines content data from more than one source to create a new user experience.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 84 Managerial Issues 1.What about intermediaries? 2.Should we auction? 3.Should we barter? 4.Should we sponsor blogs and wikis? 5.Can we blog for business?

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 85 Summary 1.E-marketplaces and their components. 2.The role of intermediaries. 3.The major types of e-marketplaces. 4.Electronic catalogs, search engines, and shopping carts.

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 86 Summary 5.Types of auctions and their characteristics. 6.The benefits and limitations of auctions. 7.Bartering and negotiating. 8.The major mechanisms of Web 2.0.

87 Q&A

Chapter 2 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 88 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall